Home Builders Grow in Importance as a Channel for Technology Products

Homebuilders sold $11 billion worth of technology products in 2004 and expect sales to increase 10-12% in 2005, according to Parks Associates’ 2004 Builder Survey. These findings show builders growing into a formidable channel for the distribution of advanced products such as home networking and multiroom audio systems, with 62% of all U.S. builders on the lookout for new products and capabilities that could differentiate them in the market.

“Builders are well into a new era in home building that encompasses much more than lumber, bricks, and granite countertops,” said Bill Ablondi, director of channel research for Parks Associates. “Over one-fourth of builders have employees actively evaluating new technologies for their potential both to boost sales and serve as differentiators. Solutions such as home networking and audio distribution systems offer great opportunities for manufacturers to get in on the ground floor of the digital-home trend.”

To gain greater insight into this growing market, Parks Associates, in partnership with Hanley Wood, LLC, the premier business-to-business media network serving North America’s residential and commercial construction industries, has launched 2006 Builder Insights, which is a multilevel project surveying builders’ sales of technology products and services.

2006 Builder Insights is designed for manufacturers and service providers to learn about the builders who are adding technology products to their offerings, the selection criteria they use to choose products and vendors, and what they need to help merchandise these amenities. The research will comprise both a broad-based survey of at least 250 local, regional, and national home builders and case studies of selected builders chosen based on their profitable technology sales strategies.

“Key product categories we plan to cover include home theater and multiroom audio systems, structured wiring, central control and security systems, and others such as central vacuum systems,” Ablondi said. “We also plan to analyze current partnerships and future opportunities between builders and service providers, such as utilities, telcos, and cable MSOs, to offer communication, broadband Internet access, security monitoring, and premium content services.”

2006 Builder Insights will also provide forecasts for builder sales of home theater, multiroom audio, structured wiring, central controls, and security systems. For more information about 2006 Builder Insights, please contact Parks Associates at 972-490-1113 or sales@parksassociates.com or visit http://www.parksassociates.com.

About Parks Associates: Parks Associates is a market research and consulting firm focused on all product and service segments that are “digital” or provide connectivity within the home. The company's expertise includes home networks, digital entertainment, consumer electronics, broadband and Internet services, and home systems.

Founded in 1986, Parks Associates creates research capital for companies ranging from Fortune 500 to small start-ups through market reports, multiclient studies, consumer research, workshops, and custom-tailored client solutions. Parks Associates also hosts Fall Focus and co-hosts CONNECTIONS™ (in partnership with the Consumer Electronics Association) each year. www.parksassociates.com

About Hanley Wood: Hanley Wood, LLC, founded in 1976, is the leading media company serving housing and construction. Based in Washington, D.C., it is one of the 10 largest business-to-business media companies in the United States. Through five operating divisions, the company produces award-winning magazines and Web sites, marquee trade shows and events, rich data and custom marketing solutions. The company also is North America’s leading provider of home plans. For additional information, visit www.hanleywood.com.

Contact:
Jenny Barrett
Parks Associates
972-490-1113
Email: jenny@parksassociates.com

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